WORKBOOK A: CREATING A COMMUNICATIONS PLAN

A communication plan defines the approach that a program will use to communicate with communities It helps ensure systematic information sharing and two-way communication The nine steps in this template address the key aspects that programs should consider: 1 Identify your objectives 2 Choose your target audiences 3 Design your key

WORKBOOK A: CREATING A COMMUNICATIONS PLAN

A communication plan will help ensure the success of your community’s OST programming planning effort by engaging stakeholders in the process and shaping the way the effort is perceived by everyone invested in or affected by this issue Your communication plan can help you raise public awareness of your community’s OST

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WORKBOOK A:

CREATING A

COMMUNICATIONS PLAN

Workbook A -2- Creating a Communications Plan

OVERVIEW OF COMMUNICATIONS PLANNING................................................. 3

Steps Involved in Creating a Communications Plan....................................................... 4

Deciding Whether or Not to Outsource Communications Planning............................... 5 OUTSOURCING COMMUNICATIONS PLANNING................................................ 6 COMMUNICATIONS PLANNING USING INTERNAL RESOURCES:................. 7

1. Establishing the Goals for Your Communication Plan.............................................. 7

2. Defining Key Audiences............................................................................................ 9

Who Do You Ultimately Want to Influence?.............................................................. 9

How Can You Reach Your Target Audiences?......................................................... 11

3. Identifying Key Messages........................................................................................ 12

4. Creating A Tactical Outreach Plan........................................................................... 14

Developing Your Media List..................................................................................... 14

Creating an Advisory Board...................................................................................... 15

Media Training for Spokespeople............................................................................. 16

Setting Up Editorial Board Meetings........................................................................ 16

Hosting Community Forums..................................................................................... 17

Arranging One-on-one Meetings with Key Influencers............................................ 17

5. Developing Materials............................................................................................... 19

Press Kits................................................................................................................... 19

Press Releases............................................................................................................ 20

Op-ed Articles............................................................................................................ 21

Byline Articles........................................................................................................... 21

Letters to the Editor................................................................................................... 21

Newsletters................................................................................................................ 22

Public Service Announcements (PSAs) .................................................................... 22

B-Rolls (Background Videos)................................................................................... 23

6. Specifying a Timeline .............................................................................................. 24

7. Post-study: Communicating Your Research Results .............................................. 26

Update Your Media Lists .......................................................................................... 26

Brief Your Advisory Board....................................................................................... 26

Set Up an Editorial Board Meeting........................................................................... 27

Host Community Forums.......................................................................................... 27

Arrange One-on-one Meetings with Key Influencers............................................... 27

Update Your Press Kit............................................................................................... 28

Issue A Press Release................................................................................................ 28

Host a Press Conference............................................................................................ 28

Publish an Op-ed Article........................................................................................... 29

Newsletters................................................................................................................ 29

Reissue Your B-Roll.................................................................................................. 29

Timeline of Post-Market Study Outreach Efforts...................................................... 30

Workbook A -3- Creating a Communications Plan

OVERVIEW OF COMMUNICATIONS PLANNING

This workbook presents information about how to develop a communications plan for times when your OST Research Task Force needs to inform or educate key audiences or the general public about your work on OST programs.

Why do you need a communications plan?

A communication plan will help ensure the success of your community's OST programming planning effort by engaging stakeholders in the process and shaping the way the effort is perceived by everyone invested in or affected by this issue. Your communication plan can help you raise public awareness of your community's OST needs, challenges, and successes, and obtain needed funding and support. It can also help you to develop or enhance OST programming and increase enrollment. Most organizations that are conducting market research to guide their OST planning will have limited resources, both in terms of the amount of time and money they can spend on the process. Developing a strategic communications plan will help you make the most of your resources by establishing priorities and focusing on the most important tasks. Expect to learn a lot in developing your communication plan: you will clarify your objectives and zero in on your target audience. Furthermore, a solid communications plan will help ensure that everyone involved in your OST initiative is "on the same page" when they are communicating about the project with the rest of the world. There are two points at which effective communication is essential: At the beginning of the research process, when important stakeholders are identified and engaged with respect to OST programs. At the end of the research process, when the main tasks are reporting the market research findings and using the results to decide what kinds of OST programs will be created in your community. The steps involved in developing a communications plan are basically the same regardless of what stage of the research process you are in. In this workbook, we will focus on the first point, the beginning of the research process. At the conclusion of this workbook, we have included information about considerations for your communications plan at the end of your research process.

Workbook A -4- Creating a Communications Plan

Steps Involved in Creating a Communications Plan

1. Establishing the Goals for Your Communication Plan

(What is your ultimate goal? How do your want your OST initiative to be perceived?)

2. Defining Key Audiences

(Who do you ultimately want to influence, and how can you reach them?)

3. Identifying Key Messages

(What messages are going to resonate most strongly with your key audiences?)

4. Creating a Tactical Outreach Plan

(How are you going to get your messages to your audiences?)

5. Developing Materials

(Descriptions of materials you may want to develop to convey your messages to your audiences.)

6. Specifying A Timeline

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[PDF] WORKBOOK A: CREATING A COMMUNICATIONS PLAN

Develop a communication plan in nine steps - CRS